Understanding your audience’s needs, problems, and choices in the market helps you reach them with a targeted message that makes it impossible for them to choose any brand but yours. It’s not magic—it’s customer and market research.

You’ll begin this course by defining useful research sources and types. Then, explore how to use research to identify and segment your market—and scoop your competitors’ place in it. Finally, you’ll learn to use your hard-won insights to thrive in the market you’ve chosen. 

In this course, you’ll learn how to define communication, the types of communication we use at work, how to choose the right delivery method for your message, and how to remove barriers to having it understood. 

We’ll explore these questions and more in this course on paid advertising. In it, you’ll learn what paid advertising is and why it’s beneficial. Then, you’ll learn about the different types of paid advertising and how they fit into a comprehensive marketing strategy.

Email marketing consistently ranks among the most reliable digital marketing strategies for generating revenue, retaining customers, and building brand loyalty. And now is the time to use this inexpensive, powerful marketing tool. But how do you get started?

This course teaches you what email marketing is, why it’s critical, and how it’s done. We begin with strategies for creating an email marketing campaign, segmenting your audience, and using email automation. Then, we’ll tackle how to write and design engaging emails, avoid spam filters, and analyze results.

This is the first in a two-part series. In part one, you’ll review social media marketing terms, tools, and other basics. The second course, Social Media Marketing 201, takes you deeper into strategy, engagement, and metrics to measure your success.